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It is also changing the way we work - the 24/7 world has become a 1,440
(minute)-day in the world of instant news and tweets. Everyone's expecting an
instant response and email is considered too slow in today's world.
And so our industry has to adapt - to the new customers and to the new tools
that will help us match customer expectations.
This month's P@SSPORT talks about the power of social media and how two
companies are using it, the new tools that are designed to help travel agents
adapt to the new landscape and the need for companies to better differentiate
themselves in a cluttered, chaotic and complex environment.
At STB, we are also using technology to help us compete in a crowded
marketplace. We're using a holistic digital approach that includes a new
website, significant investment into search engine marketing, blogger
engagement, mobile, social media and travel e-commerce. As of end April, we
have nearly 14,000 Facebook fans and our monthly unique visitors for
YourSingapore.com in March is up 48.4% from the month before, standing at
365,154 monthly unique visitors. YourSingapore.com is a success because it
builds on Singapore's strengths as a destination, that is, an experience which
can be easily personalised thanks to the concentration of sights, sounds,
tastes, culture and attractions coupled with unparalleled user-centricity.
Sincerely,
Ken Low
Assistant Chief Executive
Marketing Group
